KWAME NKRUMAH UNIVERSITY OF SCIENCE AND TECHNOLOGY

COLLEGE OF SCIENCE
DEPARTMENTS OF STATISTICS AND ACTUARIAL SCIENCE
BSC STATISTICS 4
MCS 472 FUNDAMENTALS OF ENTREPRENEURSHIP

GROUP 4

GROUP MEMBERS
NAMES INDEX NUMBERS
BARBARA TETTEH-NARTEY 9382819
TACHIE-MENSAH SADICK 9382619
DANIEL YUONAYEL 9384019
FREDRICK WALTER ASIGBETSE 9370319
NSIAH ENOCK 9378719
EMMANUEL MENSAH 9377819
 1. APPLE INC

Apple Inc: A technology giant known for

its consumer electronics products,
including the iPhone, iPad, Mac
computers, and various software and
services.
https://www.apple.com/

CORE STRATEGIES

BUSINESS MISSION:
“To create technology that empowers people and enriches their lives.” 
BASIS OF DIFFERENTIATION:
As of my last update in September 2021, Apple Inc. has been known for its strong basis of
differentiation in the technology and consumer electronics industry. Several factors contribute to
Apple's unique positioning and competitive advantage:
a. Tight Integration and Optimization of Hardware and Software:
Apple develops both its hardware and software, enabling both. Because of this, using its devices
—including iPhones, iPads, and Mac computers—is effortless.
b. Design Optimism:
Apple devices are recognized for their svelte, contemporary design. Customers will find the
company's products aesthetically appealing and desirable since they stress design and
construction quality.
c. Innovation and Product Differentiation:
Apple has a history of launching ground-breaking goods, pioneering new trends, and pushing the
frontiers of technology. Apple stands apart in a crowded industry thanks to its focus on
innovation.
d. Emphasis on Privacy and Security:
To set itself apart from other competitors that have encountered controversy with the
management of user data, Apple has placed a strong emphasis on user privacy and data security.
 TARGET MARKET
a. Affluent Consumers:
Apple products, especially iPhones, iPads, and Mac computers, tend to be relatively
more expensive than some competing products. This pricing strategy targets affluent
consumers who are willing to pay a premium for high-quality and innovative devices.

b. Tech-Savvy and Early Adopters:

Apple's innovative and cutting-edge products often appeal to tech enthusiasts and early
adopters who are eager to try the latest technological advancements.

c. Design-Conscious Consumers:
Apple's focus on aesthetics and sleek design attracts consumers who appreciate visually
appealing products.

d. Creative Professionals:
Apple's line of Mac computers and software, such as Final Cut Pro and Logic Pro, has
historically been popular among creative professionals, including graphic designers,
video editors, musicians, and artists.

 Product Innovation: Apple is renowned for its focus on innovation, consistently releasing
new and groundbreaking products that appeal to consumers.
 Premium Branding: Apple positions itself as a high-end, premium brand, and its
marketing emphasizes the design, quality, and user experience of its products
 Ecosystem Lock-in: Apple creates an ecosystem where its hardware, software, and
services work seamlessly together, encouraging customer loyalty and repeat purchases.

KEY RESOURCES
a. Research and Development:
Apple invests heavily in R&D to develop new technologies and products.
b. Intellectual Property:
The Company holds numerous patents, trademarks, and copyrights protecting its
innovative designs and technologies.
c. Supply Chain Management:
Apple’s complex global supply chain ensures the timely and efficient production and
distribution of its products.
 2. VOLTA MINERAL WATER
Voltic is referred to as Natural Mineral
Water because when the natural mineral
water is extracted from underground by
experts and filtered, its original purity and
natural minerals are maintained. The
process of filtration and packaging further
enhances the purity and safety of Voltic
Natural Mineral water. Voltic is a Natural
Mineral Water because it contains natural
nutrients essential for healthy growth.
Voltic Natural Mineral Water contains:
Calcium, Magnesium, Bicarbonate, Nitrate,
Sulphates, Potassium, and Iron which are
all essential for healthy growth.

WEBSITE: https://volticghana.com

CORE STRATEGY

OUR MISSION:
All that we do, we do with the highest integrity and drive to exceed our commitments.
Profitability is important, but not at any cost. People matter. Our planet matters.
BASIS OF DIFERENTIATION:

A. No Breakages: Voltic Premium does not break when it falls. With Voltic Premium
you need not worry about breakages. It comes in a durable PET which is eco-friendly
and can be used in hotel rooms, swimming areas, restaurants etc.

B. Quality: It is an endorsed quality product from the Coca- Cola family.

C. Saftey: It is safe from all contamination and great for all your occasion like
conferences, parties, weeding’s etc.

TARGET MARKET
1. General Consumers: Voltic's bottled water products are targeted at the general population of
Ghana, including individuals and families who seek access to clean, safe, and refreshing drinking
water. This segment includes people of all ages and demographics.
2. Tourists and Travellers: Ghana's tourism industry attracts both domestic and international
tourists. Voltic's bottled water is often sought after by tourists and travellers who prefer a reliable
and convenient source of drinking water during their journeys.
4. Retailers and Wholesalers: Voltic (GH) Limited supplies its bottled water products to various
retailers and wholesalers across Ghana. These include supermarkets, convenience stores,
distributors, and other beverage retailers.

RESOURCES
1. Financial Resources: As part of The Coca-Cola Company, Voltic (GH) Limited benefits
from the financial backing and support of its parent company. This includes access to
funds for capital investments, operational expenses, marketing campaigns, and other
business initiatives.

2. Manufacturing Facilities: Voltic (GH) Limited likely operates modern and well-
equipped manufacturing facilities for water purification, bottling, and packaging. These
facilities ensure efficient production and maintain the quality of their bottled water
products.

3. Distribution Network: The Company is likely supported by a robust distribution

network that enables its products to reach retailers, wholesalers, and consumers across
 various regions of Ghana. Leveraging Coca-Cola's
extensive distribution channels can provide additional
advantages.

3. Amazon.com, Inc: It is now a wide-ranging e-commerce

platform becoming one of the largest and most influential
companies in the world.

Website: www.amazon.com/Inc/s?k=Inc.

CORE STRATEGIES

BUSINESS MISSION:
"To be Earth's most customer-centric company”
BASIS OF DIFERENTIATION:
1. Online Retail Dominance: Amazon is one of the world's largest online retailers, offering an
extensive selection of products across various categories, from books and electronics to clothing
and household items. Its user-friendly interface, streamlined purchasing process, and efficient
logistics have made it a go-to platform for millions of customers.
2. Customer-Centric Focus: Amazon prioritizes customer satisfaction and has a strong
emphasis on delivering exceptional customer service. Its commitment to meeting customer needs
and resolving issues promptly has helped build trust and loyalty among its user base.
3. Marketplace Platform: Amazon allows third-party sellers to list their products on the
platform through Amazon Marketplace. This not only expands the product selection but also
enables smaller businesses to reach a broader customer base.

TARGET MARKET
As of my last update in September 2021, Amazon's target market is quite diverse due to
the wide range of products and services it offers. The company's customer base
encompasses various demographics and geographic locations. However, Amazon's key
target market segments include:
 1. Online Shoppers: Amazon's core target market consists of consumers who prefer the
convenience of online shopping. This includes individuals of all ages who buy a wide
array of products, from electronics and clothing to household essentials and groceries.

2. E-commerce Sellers: Amazon's marketplace allows third-party sellers to reach a

massive customer base. The company targets businesses, entrepreneurs, and sellers who
want to leverage Amazon's platform for sales and distribution.

3. Consumers Seeking Convenience: Amazon's focus on fast and reliable shipping, as

well as hassle-free returns, attracts consumers who value convenience and efficiency in
their shopping experience.

KEY RESOURCES
1. E-commerce Platform: Amazon’s vast online marketplace serves as the foundation of its
business model.
2. Fulfillment Centers: The Company operates numerous fulfillment centers worldwide to
ensure quick and efficient order processing.
3. Data and Analytics: Amazon utilizes extensive customer data and sophisticated
algorithms to enhance personalization and customer experience
4. Microsoft Corporation: It is an American multinational technology company known for its
software products and other technology-related offerings
Website: /www.microsoft.com

CORE STRATEGIES

BUSINESS MISSION:
“To empower every person and every organization on the planet to achieve more”
TARGET MARKET:
1. Consumer Market: Microsoft targets individual consumers with a range of products and
services, including the Windows operating system for PCs, Xbox gaming consoles,
Microsoft Office productivity suite, Surface devices, and consumer-oriented apps and
services like Microsoft 365 (formerly Office 365) and OneDrive.
2. Enterprise and Business Market: Microsoft's enterprise market is a significant focus,
offering products and services for businesses and organizations of all sizes. This includes
enterprise versions of Windows and Office, Microsoft Azure cloud computing platform,
Dynamics 365 business applications, and collaboration tools like Microsoft Teams.
3. Developers and Software Developers: Microsoft provides various tools, platforms, and
resources for software developers, including the Visual Studio development environment,
Azure services for app development and deployment, and GitHub for code hosting and
collaboration.
4. Gaming and Entertainment: With its Xbox gaming platform and gaming-related
services, Microsoft targets gamers and entertainment enthusiasts, offering gaming
consoles, online gaming services (Xbox Live), and a growing library of games and
entertainment content.
KEY RESOURCES
1. Intellectual Property: Microsoft holds a vast portfolio of intellectual property,
including patents, trademarks, copyrights, and trade secrets. These intellectual assets
protect the company's innovations and technologies, providing a competitive advantage
and generating licensing revenues.

2. Cloud Infrastructure: Microsoft Azure is one of the leading cloud computing

platforms globally. The vast network of data centers and infrastructure resources allows
Microsoft to offer a wide range of cloud-based services to businesses and developers.

3. Developer Ecosystem: Microsoft benefits from a large and active community of

developers who build applications, services, and solutions using Microsoft's development
tools, platforms, and APIs.

4. Brand and Reputation: Microsoft's brand recognition and reputation as a technology

leader are essential resources that contribute to customer trust and loyalty.
 5. Walmart Inc: The world’s largest
retailer, operating a chain of discount
department stores and grocery stores,
known for its wide products assortment
and competitive prices.

BUSINESS MISSION:
“To save people money so that they can live better.”

CORE STRATEGIES
 Everyday Low Prices: Walmart’s core strategy revolves around offering a wide range of
products at competitive prices, attracting cost-conscious shoppers.
 Supply Chain Efficiency: The Company emphasizes efficient supply chain management
to reduce costs and maintain product availability.
 Physical Store Presence: Walmart’s extensive network of stores ensures broad market
coverage and easy access for customers,

KEY RESOURCES
 Large Store Network: Walmart’s vast network of physical stores is a critical resource in
reaching customers and facilitating product distribution.
 Procurement and Inventory Management: The company’s efficient procurement and
inventory management systems enable it to offer competitive prices
 Brand and Reputation: Walmart’s strong brand reputation and customer trust contribute
to its customer loyalty and continued growth.